Graphics are a key part of your custom exhibit, but they can be some of the most expensive components. Fortunately there are ways to have amazing graphics for your booth while keeping costs to a minimum. To do this, work with a reputable exhibit design company that has a tried-and-true process. Experience is everything in this industry, as exhibit design firms know what types of features pay off and which ones can be skipped.

Let’s examine the most important factors that affect the cost of graphic design and how to make them more affordable.

Artwork and Production

How your artwork is developed and delivered has a big impact on price. The best way to reduce these costs is by having a clear vision of what you want. Every minute that graphic designers spend on your project costs money, so avoid giving vague instructions. Be ready to supply your designer with the sizes, colors, and file types you want. Additionally, give your graphic design professional enough time to complete the work, usually 4-6 weeks. This way, you have plenty of time to correct inconsistencies.

Types of Materials

Another factor that affects graphic design costs is material. Materials are important because they affect quality and appearance. Paying less for cheap materials won’t get you far in the long run if you have to replace them often or lose potential clients. At the same time, you don’t need to pay top dollar for premium materials. Here are a few suggestions for saving money without sacrificing quality.

Ask to have the materials and their costs and benefits listed out to compare apples to apples.

Inquire about generic brands, which can be just as good as name brands.

Consider remnants from other exhibitors’ orders. If there are leftover materials that you can use, this reduces waste and cost.

Exhibit Size and Weight

A lightweight and compact exhibit is easier to handle than one that is big and awkward. Keeping the size and weight of your exhibit to a minimum is in your best interests, as it will be easier to store, transport, set up, and take down. While these extra costs may seem minimal for one or two shows, they add up over the year. Plus, a versatile weight and size makes it easy to reuse the materials for corporate events, business meetings, and more.

Your Long Term Vision

Without a long term vision, you can end up spending more in the long run. Many materials can be reused for future shows, group meetings and corporate events. By planning ahead, you can have these materials made at once. Also, knowing what you need allows you to request the sizes, colors, and designs upfront. This way, you don’t have to pay to have them done later.

Graphic design can make or break your exhibit, so you don’t want to skimp in this area. By paying attention to the factors above, you can make the most of your budget while getting a great design for your custom trade show booth.

Trade shows are effective marketing opportunities, but they require significant resources. The last thing you want to do is foot the costs of travel, food, and lodging and not have a successful turnout. Unfortunately this happens to some businesses, especially when they’re just starting out.

As you prepare for your next trade show event, be sure to steer clear of these common but crucial blunders.

Not Engaging on Social Media

Social media is your friend. Be active on your social pages before, during, and after the event to attract more attendees. Post videos, images, and short posts about what’s happening. You may even want to come up with a hashtag that is used specifically for trade show content. This makes it easy for followers to track your events.

Not Defining Your Goals or Messaging

Another common mistake is throwing an exhibit together without having clearly defined goals and messaging. Before you even select the events you want to attend, know what you expect from them. Is your goal to generate brand awareness? Increase lead opportunities? Also, what message are you sending to your audience to help reach your goals?

Too often, businesses think that by attending an event, it’s enough. However, the competition is high and there are many, many exhibits to go through. You need to stand out while also meeting your goals. If you plan to increase leads, be sure to choose a show where your target personas will be. Order relevant promotional items, hire extra staff to tend your booth, and adopt a method for capturing leads.

Not Having a Custom Booth Made

Simply having a booth is not enough to make you competitive. You must plan ahead, and that includes working on your display early on. Larger exhibits get more traffic than smaller ones, particularly because they are centrally located and demand more attention. But, if you can’t afford a larger space, consider standing out in other ways.

For example, The Exhibit Company, Inc. will design and build a custom exhibit that is fresh, inviting and effective for your target audience. We work closely with our clients to deliver on-target solutions that increase visibility and ROI. We also believe in providing sensory experiences as these tangible interactions make your brand more memorable.

Not Following Up with Leads

One last mistake to avoid is not following up with your leads. After investing significant resources, don’t throw them away. Have a plan in place for following up with leads, whether it’s by sending an email or calling them directly. The best time to connect is right after the event. Otherwise, information is lost, people grow disinterested, or your brand loses its appeal. Be sure that the right data is captured, otherwise sales can’t qualify leads.

When done right, trade shows offer a huge return on investment. Being physically present allows you to create meaningful experiences that can’t be achieved online. Make the most of your upcoming events by having custom signage made for your booth.

It’s no surprise that Las Vegas tops the list. Vegas continually brings in a large number of trade shows because it’s a fun place to visit, with warm and sunny weather year round. Entertainment is in every corner, from live shows to incredible dining to ample shopping. With so many venues available, it’s easy to find places to host large crowds. One of the largest trade shows held in Vegas is the Consumer Electronics show, which is held each year in January.

Chicago

Chicago has been growing in popularity thanks to the beautiful architecture, two major airports, and convenient public transportation system. There are endless places to shop, five-star restaurants to eat at, and popular attractions to visit such as Navy Pier, Wrigley Field, and the Shedd Aquarium. Sure, the weather isn’t always sunny and warm, but Chicago is home to the largest convention center in the country: McCormick Place. Well-known trade shows held in the city include the Luxury Bridal Event and the Chicago Boat Show.

Indianapolis

You may be surprised by this one, but USA Today rated Indiana a top destination for trade show events. It gets praise for being near hotels and restaurants, even though the entertainment isn’t quite as plentiful as Las Vegas or Chicago. Convenience is also a factor, as Indiana is accessible from most states. Plus, if you attend a trade show at the Indiana Convention Center, you get to be right across the street from Lucas Oil Stadium.

Orlando

Another great convention city is Orlando. You can probably understand why! Between Walt Disney World and Universal Studios, there are endless attractions to see after the event. The weather is always warm, and Orlando International Airport provides close access to the convention centers. Some of the hottest trade shows held in Orlando are the PGA Merchandise Show and the Florida Wedding Expo.

New Orleans

Last, but not least, is New Orleans. You’ll find that many of the prominent trade shows are scheduled around Mardi Gras, which is no accident. Event goers can attend their show and catch exclusive entertainment. Of course, there are other reasons why New Orleans makes a great trade show destination. Among them are the beautiful convention centers along the Mississippi, an abundance of hotels and restaurants, stunning architecture, and Bourbon Street.

Trade shows are held all over the country, but some cities are more favored than others. No matter where your industry trade shows take you this year, we hope to see you around!

Trade shows are great marketing opportunities for small businesses. Some business owners are hesitant to add them to their marketing mix because they can be time-consuming and costly. While you can’t commit to all trade shows in your industry, it is important to attend a few. Taking just one day off of work can result in hundreds of potential new clients and increased brand visibility.

If you are a small business owner, don’t overlook these benefits of attending trade shows.

Meet Local Businesses

Attending a local trade show allows you to meet other businesses and organizations in the area. You can find related businesses to connect with and promote each other’s services. For example, if you run an ice cream parlor and one of your local neighbors has a sandwich shop, you could offer a free small scoop of ice cream with each sandwich purchase. This would benefit both businesses by drawing in more traffic and sales.

Network with Like-minded People

Networking is an automatic benefit to attending a trade show. It can be difficult to take a day off work, but the number of people you will meet is incredible! With so many like-minded individuals that come from the same profession or related industries, the possibilities are endless. Strengthen relationships with existing customers. Develop relationships with new leads. Engage with potential suppliers and even future talent for your organization.

Build Brand Awareness

The more people who know about your brand, the better. A trade show is a great opportunity to build brand awareness because you can position your products and services in front of the right audience. And, by handing out promotional items, you can send potential leads home with a reminder of your business. This is a nice change of pace from buying ads and targeting people in the digital space.

Face-to-Face Interaction

If you sell products online, buyers are limited in what they can see and do. At a trade show, they can interact with your products using their five senses. How many times have you become interested in something simply because you saw it in person? This happens all the time! Additionally, you can use a trade show for old fashioned face-to-face interaction, something that is limited these days.

Evaluate Competitors

By making an appearance at a trade show, you can evaluate the competition. What are other businesses in your industry doing to gain leads and customers? How is your product similar? How is it different? You can only tell so much from a website. Observing your competition in action is the best way to know what you’re up against.

Trade shows are essential for small businesses. Pick a couple and make the most of them. You won’t regret taking time off work to promote your brand and develop new relationships.

With so many trade shows to choose from, it can be hard to decide which one is best for you! The right trade show can position your brand to capture new prospect leads, generate brand awareness, and increase traffic to your website. On the other hand, attending the wrong trade show can end up costing time and money.

To ensure that you get the biggest bang for your buck, let’s discuss the ways that you can determine which trade shows are best for your industry.

Check the History

It’s best to choose shows that have an established history. This way, you can get a better idea of how successful the show was in the past and if you can benefit from attending. Some of the factors to consider are:

How many attendants does the show normally get?

How many vendors pay for booths?

What do veteran vendors have to say about the event?

What types of sponsors promote the show?

Does the event organizer do a good job of marketing the event?

Know the Audience

Part of choosing a show is getting your products in front of the right audience. As you narrow down your options, consider the audience that will be at each event and if they will help you reach your goals. If your goal is to increase sales and revenue, you must put your brand as close as possible to the people who can make purchase decisions. If you’re interested in raising brand awareness, the options aren’t as limited.

Contact Past Vendors

It can be helpful to reach out to vendors who have attended past trade shows but are not your direct competitors. Ask them if they felt the event was effective. By speaking with vendors, you can also gather important information such as local hotel accommodations, pricing, booth size. and more.

Check Space Availability

Sometimes, it all comes down to the practicality of the event. Is the space the right size and layout for your needs? Can you ship your custom exhibit display to the show, or do you need to have a new one designed? If the space is conducive to your needs, it may not take much work to get yourself there. However, if you need a new exhibit, you’ll have to factor in time and cost to determine if it’s worth it.

Trade shows can help your brand reach specific goals, such as boosting sales, raising brand awareness, or increasing traffic to your website. Take the time to research the various trade shows in your area to determine which one will put you in front of the right audience.

After your company makes an appearance at a trade show, you must determine if it was worth your time. To do this, you’ll need to measure your results. Let’s explore some of the best ways to evaluate your leads and effectively manage your trade show attendance.

Direct Traffic and Organic Search

One of the easiest ways to tell if you had a successful trade show is by measuring the direct and organic traffic of your website. Direct traffic refers to how many people type in your company’s URL into their browser. Organic traffic means the number of visitors who arrive at your site by searching for related products and services in search engines.

By attending a trade show event, you can increase both types of traffic. Create a landing page to send trade show visitors to. This way, you can look at how much traffic you have on a normal day and compare it to how much you have after attending a trade show. This will tell you if your marketing efforts were successful.

Social Media Followers

Another way to evaluate lead quality is by analyzing your social media goals. After attending a trade show, you should get more followers on social media. Thanks to a number of analytics tools, you can track new members and determine which channels were most effective.

The channels make a difference because you want to invest your marketing dollars into the most effective ones. If your audience is more likely to be on Facebook, you’ll want to put more of your budget into this channel for maximum engagement.

As you know, not all trade show leads are created equal. Some of your leads are not in a position to buy from you, so you don’t want to waste time and money pursuing a conversation with them. To separate quality leads, you will need to set qualification criteria such as:

Authority

Budget

Timeframe

Need

Contact history

Potential sales volume

Account characteristics

New Customers

New leads are great, but new customers are even better! Fortunately, you can determine how many new customers you’ve gained by looking at event registrants and whether they made a purchase or not. The best way to do this is by incorporating closed-loop marketing, which can be found through your analytics program. This way, you can look back at your registrants and their life cycles. How many people visited your landing page? How many people converted?

Trade shows can bring massive rewards to your company, but they can also end up costing more than what you bring in. To ensure that you’re managing your trade shows effectively, take the time to evaluate the quality and quantity of your leads after attending each event.

Planning a trade show is a highly involved process that requires months of planning and coordination. Between booking hotel rooms, ordering trade show supplies, and managing communications, there is plenty to keep you busy in the months prior. Unfortunately, one small miscommunication can compromise the success of your trade show. To ensure that everything goes smoothly, it’s best to customize your event to your exact needs.

Budgetary concerns are always a main issue for trade show organizers. Where should the event be held? How much should you spend on marketing materials? What type of food should be served? With so many ways to spend money, it’s helpful to narrow down your options.

For example, if the trade show is for toy vendors, consider choosing a menu, entertainment, and location related to this theme. It’s cheaper to play music in the background (think Kidz Bop) than hire live entertainment. Also, hosting your event at a school gym or cafeteria is less expensive than renting out a banquet hall.

Display Your Individuality

There are hundreds of trade shows for businesses to attend, so what makes yours unique? Personalizing your show can make a huge difference in whether people return to your event in the future.

Better serve the needs of vendors by customizing your event. If your trade show is about organic food, serve up a healthy menu, incorporate 3D presentations, and invite industry leaders (e.g., organic farmers, horticulturists) to share their experiences.

Meet Your Objectives

What objectives do you have for your trade show event? Do you plan on generating awareness toward a particular cause? Is your intention to bring together businesses for networking opportunities? By defining your goals, you can create a custom trade show to meet these exact needs.

Let’s say that you want to connect engaged couples with local vendors that do flower arrangements, catering, printed invitations, and more. Plan an accommodating layout with premium booths that feature more space and extra outlets. Consider how many people will be attending your event so that you can make it comfortable. You want people to enjoy their time and stay as long as possible.

Draw in the Right Vendors

When you have a tailored trade show plan, you can present it to potential vendors. They will want to see your layout to determine if it’s something they’re interested in. Offer tiers of pricing on your booths. This way, people who are willing to spend more can get a space that is larger and nicer.

Customizing your trade show is a great move that allows you to focus on a specific audience while saving money and offering something unique from your competitors.

Using promotional items at a trade show is always smart. But, it’s easy to run out of ideas as to how to present them. Should you hand something out to each person that walks by? Is it better to leave the items on your table for visitors to browse? Or should you reserve branded swag for your most qualified leads?

It’s easy to get into the habit of handing out promo products that are inexpensive such as keychains, lanyards, car decals, and pens. We see them so often, our brains are trained to know that they come from a particular brand. These items are also attractive for trade show events because they are cheap, easy to store, and can be passed out to many people.

However, we recommend sticking to products that are relevant to your audience. Not only will this distinguish your brand but also show customers that you understand them. For example, reusable water bottles are great for companies that have an eco-friendly focus. Stress balls are perfect for businesses that provide consulting services.

Consider Your Location

Another approach you can take with branded merchandise is based on your exhibit location. If you’re at the front of the event, consider a useful item that can be used at the start of the show. For example, tote bags work well because attendees can hold goodies in them. If you’re in the middle or back of the event, guests will have different needs. They may be thirsty and will appreciate a water bottle.

Include a Call to Action

Branded swag will get you some impressions, but your hope is that customers will take the next step to engage with your brand. Include a CTA with your items to guide customers to the thing you want them to do, whether it’s calling your business for a free estimate or following your brand on social media.

Engage with Everyone Who Takes an Item

It’s best to showcase your free items at the front of your exhibit where people can see them. You might get a few people who walk by, take an item and leave, but it’s not the worst thing in the world. They now have an item with your name on it.

That said, make it a goal to engage with everyone who takes something. You can use these couple of minutes to ask questions or share your company brochure. For added engagement, ask the person if they’d like to share their business card to be entered into a raffle.

Promotional products are a great addition to your trade show. Rather than automatically handing them out to everyone who walks by, use them to your advantage. These small, useful items can be effective at getting your foot in the door with the right customers!

One of the brilliant advantages to purchasing a custom exhibit display is that you can use it over and over again. This cuts expenses, keeps your brand image consistent, and alleviates the burden of having to create new exhibits for each event. There is a hurdle, however, and that’s getting your custom display from show to show.

What many exhibitors end up doing is hiring trade show transportation. This service does cost money, but there are ways to keep costs in check. To ensure that your custom exhibit is shipped securely, on time, and affordably, here are a few tips to follow.

Know who’s driving. Many carriers subcontract their freight to others who aren’t experienced in trade show freight. Do your homework and ask the right questions. Does the carrier have its own trucks and drivers? If not, who are they subcontracting with, and do the drivers have experience with trade show materials?

Stack freight to save space. Opting for a taller vehicle can save money on transportation costs. Here’s why. Common-carrier trailers do not allow stacking but van lines do. By using a van line, you can stack your freight, take one vehicle, and cut costs.

Condense small boxes. Each box that is sent to the trade show costs money, so watch your small containers. They can really add up! Rather than shipping promotional products, literature, and other small items in separate boxes, it’s best to purchase palletized boxes or “D containers” that can be stacked on the trailer.

Map out your trade shows. Depending on the trade shows you plan on attending, it might make sense to ship your exhibit directly to the next event rather than back to your exhibit house. Many advance warehouses allow exhibits to be shipped and stored for free for 30 days.

Contract your own transportation. If you decide to use your exhibit house’s transportation provider, be sure that they are doing their part to obtain several quotes and ask for discounts. Otherwise, you might save money by arranging transportation on your own.

Save Time, Money and Hassle with The Exhibit Company, Inc.

If you have a trade show exhibit custom-made by The Exhibit Company, Inc. you won’t be disappointed when it comes to transportation. Once your custom display is created, we will deliver it to where it needs to go!

Unlike shipping carriers that simply unload and leave, our professionals will be on-site the day of your event to make sure that everything runs smoothly. Our customers are provided with 24-hour access so that all preparations can be tracked in real time. Spend your time talking to potential leads, developing relationships, and enjoying the trade show. Let us handle the rest.

To learn more about creating a custom exhibit with The Exhibit Company, Inc. and having it delivered to your event, call us today.

Choosing where to hold your next trade show isn’t always obvious. Trade shows are held at all different places and open to specific industries rather than the general public. Key factors to keep in mind are size and location, venue accommodations and staffing requirements. A little bit of planning goes a long way in ensuring a successful trade show with your name attached to it!

Below are a few tips for choosing the best venue for your next trade show, as well as ideas on where to host. Enjoy!

Size

One of the first steps in choosing a venue is assessing the space that you need. How many guests are you inviting? How many will attend? For attendants to be comfortable, they need to be able to move freely from booth to booth.

Location

Regional trade shows welcome guests from all over, so it makes sense to choose a venue that is located near an airport. This makes it easy for guests to make travel arrangements. Venues that are centrally located also tend to have other amenities nearby, such as restaurants and hotels. People will be more willing to come to your trade show if they don’t have to navigate through unfamiliar territory.

Accommodations

The venue you select should offer more than space. We recommend taking tours of each venue before making a decision, as things can look better or worse in pictures. Here are some of the small but important details to pay attention to.

Available parking

Entrances and exits

Restrooms

Accommodations for people with disabilities

Electrical outlets, power cables, and extension cords

Phone and internet access

Staffing

Generally speaking, staffing for your event will come from your own company. But, some services can be provided on behalf of the venue such as valet parking, security, catering, and more. Consider this money saved and an improved event.

Best Venues for Hosting a Trade Show

Below are a few of our recommendations for trade show venues.

Banquet halls

Convention centers

Performing arts venues

College and University complexes

Hotels

Field and Open grounds – Outdoors

Putting on a successful trade show starts with selecting the right venue that will encourage people to sign up. By following our suggestions above and consulting with design experts, you can find a venue that offers the amenities and accommodations that are needed for your event to run smoothly!

Sticker shock happens in more places than you might imagine. Purchasing a home or new car will often leave you unpleasantly surprised, but the same feeling can arise when setting up for a trade show. With the premium price tags on exhibit properties, show services and travel accommodations, it’s easy to feel overwhelmed by the costs of marketing your brand.

Instead of attending the same shows you always do, conduct an audit of your events and determine which ones are still pulling their weight. If you find that some shows are no longer productive, swap them out for different events where you’re likely to find your target audience.

Spend with Your Objectives

Before attending trade shows,determine your goals and how you plan on reaching them. Are you looking to increase qualified leads? Drive traffic to your website? Promote a new item? When you know what your objectives are, you can make smart spending decisions that will help you reach these goals.

Put Value Before Cost

Be careful about cutting corners, especially if you will have to sacrifice value for a cheaper price. A trade show is your opportunity to put your best foot forward in front of a large audience. Saving a few pennies here and there isn’t worth losing customers or your reputation.

Stick to Lightweight Materials

If you want to save money without compromising quality,opting for lightweight materials can make the difference. Lighter materials are less to lug around, which means cheaper shipping and drayage costs. Cost-effective, exhibit-friendly and lightweight options include tensioned fabric, interlocking cardboard, high density foam and inflatable structures.

Take Advantage of Early Bird Discounts

Pay attention to discount deadlines to reduce on-site costs. To keep organized, build out a calendar and give yourself extra time before the real dates. This way, you’re continuously taking advantage of the discounts without spreading your budget too thin.

Planning ahead, staying organized with exhibit dates and opting for lighter weight materials can help trim the fat from your programs. You can also save additional money by building a custom exhibit with The Exhibit Company, Inc. Choose cost-effective materials and reuse your booth as much as you’d like! Win win!

Whether you plan on hosting a single-day event or a weekend-long conference, your event should be memorable and exciting. Not only will people want to return for other events you host, but also you can earn a reputation for building supportive communities that embrace entrepreneurship and social benevolence.

The first thing to consider is the content of your event. What topics would your attendees enjoy talking about? When you decide on this, find speakers that are capable of delivering rewarding, meaningful speeches. They should also be capable of delivering stories that are personal and relatable.

2. Switch up the content of the event.

When selecting speakers, look beyond interactive dialogues. Not everyone enjoys sitting through lectures, so consider Q&A sessions, breakout groups, workshops and discussions. You can also come up with your own formats such as setting up one-on-one time between speakers and industry leaders. This creates deeper, more intimate experiences.

3. Strive for diverse speakers.

Many conferences are too narrow in the content they deliver. While it’s important to have a focus, think about collaborations and connections that are more unique. Look for speakers that have variations in their backgrounds, geographies, races, genders and expertise. This will keep the content varied and appeal to a wide range of perspectives.

4. Start off with a bang.

Always begin your event with a bang. This gives attendees the right energy from the beginning. Keep the flow of energy going with strategic planning. Carve out time for breaks, lunch and even hours of sunlight. For example, business workshops are best held in the mornings, while heavier, emotional topics are best for evenings.

5. Include music and entertainment.

No matter how rich the conversations are, there is no replacement for music and entertainment. Music sets the stage for the event and helps people come out of their shells. Entertainers break up a long day and form positive connections between guests and the workshop. Just be sure that the music and entertainment provided align with the tone of your event and values of your company.

Conclusion

If it wasn’t for businesses taking a step out of their comfort zones, we wouldn’t have trade shows, conferences, workshops and other events today! If your business is looking forward to hosting an event, start small and include varied speakers, music and entertainment, and a memorable atmosphere. You’ll learn what works and what doesn’t and simply grow from there.

Keeping track of leads and contact information can be hard to do at a trade show event. There’s lots of noise, dozens of faces and countless conversations going on. It’s possible that some great leads will get away. Sure, you can collect business cards, but it’s difficult to reach out to someone you don’t remember meeting. Rather than taking the fishbowl approach, you can use an app to capture leads, organize contact information and lay the groundwork for future interactions.

Quick Tap Survey lets you create surveys that are fun and easy to fill out. While the surveys can be used to collect any type of data, they are most useful for gathering feedback, qualifying leads and collecting contact information. The app can be used offline too, which comes in handy if you don’t have a good wifi connection.

Leadature is extremely helpful when you’re working a trade show event. The app captures and qualifies leads and moves them through the sales pipeline. With the ability to scan business cards, send emails to customers and get real-time metrics, this is one app that you don’t want to miss out on. Use the free demo to better determine the marketing value from your trade shows.

iCapture can be used by small businesses and large corporations. The app lets you set up custom surveys to gain valuable feedback, though you can use it solely to capture contact information and build a list. If you do create custom surveys, you can customize them so that they align with your brand’s visual identity. iCapture works offline and lets you forward contact information to popular email services like MailChimp or Constant Contact.

If you prefer having copies of your leads’ business cards, CamCard is the app for you. This business card scanner is simple to use and can read cards in 16 different languages. You can also add notes to remind yourself what you and the person talked about. Better yet, you can sync up your data across all digital devices so that contact information is always available.

OnSpot Social is an iPad app that makes it easy to collect data and use it to build and engage your social media community. The app automatically captures email addresses, sign ups, survey responses, customer feedback and more. Data can be forwarded to the software platform that you want, such as iContact or MailChimp. With real-time reporting and multiple iPad setups, every business can benefit from OnSpot Social. Explore the above five apps and see which ones you like. Many come with free versions or trials that you can test out. By the time your next trade show event rolls around, you’ll be prepared to capture and qualify leads!

If you were asked what the true value of your trade show marketing efforts were, would you be able to answer? Most exhibitors do not track the percentage of leads brought in through trade shows, nor their return on investment. If you can’t recall the last time you looked at these numbers, you’re not alone.

The main reason why exhibitors don’t track and measure lead data is because management isn’t asking. However, things can change on a dime. If management decides that trade shows are no longer a good investment, you will have nothing to back up your case.

Not only is having data a great way to demonstrate your value, but it can also help you create more effective strategies, campaigns and designs. Let’s take a look at how you can gather the right data to support your program.

Determine the impact on your company’s revenue.

Tracking revenue after a trade show is difficult because you’re not closing most sales on the floor. Instead, you’re meeting with interested customers and sending them off to your sales team. Depending on the product/service you sell, it could take weeks, months or years before a conversion is made.

The good news is that you can approximate the value using assumptions that are based off past experience from your sales team. To do this, gather the number of sales leads, the close rate and the average value of the sale. Multiply the numbers together to get your estimated revenue.

Add up your total savings.

Attending trade shows can bring in business while also saving your company money. Track all of your savings. For example, how many “meetings” do you have at a trade show? How much would it cost to have these meetings in a different setting (i.e., travel, lodging, food)? Other cost savings may include the reusing of exhibit materials, acquiring names for sales databases and eliminating field sales calls.

Factor in promotional activities and impressions.

List out the promotional activities that were seen or heard by your audience. People who visit your booth or see it from afar are considered impressions. Count the total number of people that you reached and determine what percentage of them fit your buyer persona.

Next, determine how much it would cost to get these same impressions using direct marketing or advertising. This data indicates your cost-per-impression figure, which helps you quantify the value of your impressions.

Calculate your payback ratio.

One final metric to look at is your payback ratio. This is done by adding together your estimated revenue, total cost savings and total promotional value. Divide this number by your total show budget to get your payback ratio. When you run this number for each event, you can compare apples-to-apples and determine which ones are most successful.

Don’t wait around until management starts asking for data on the success of your trade show events. Start collecting, tracking and measuring this information today so that you have what you need for future discussions.

When you take the time to participate in trade show events, it’s imperative that you make the most of your time there. Not only do you want to be the main attraction and generate lots of traffic, but also you want to attract people who are actually interested in what you have to offer. Let’s discuss some of the ways that you can steal the show at your next trade event and walk away with quality leads to connect with.

Do the Necessary Research

It doesn’t matter if you attend 20 shows in a year or two. You should always do your research so that you are well prepared and able to take charge of the event. For instance, who are the keynote speakers? What other businesses are attending? What types of facilities are available? With this information in your hands, you can be better prepared for the event and other exhibitors that will be there.

Opt for a Custom-Built Booth

If you’re complacent, you’ll end up looking like everyone else. Think of a way that you can make your booth stand out, such as by having a custom-built trade show exhibit or an interactive display. Consumers are more likely to remember a brand when they engage with it, such as by having to answer a question, put together a puzzle or play a short game.

Offer a Valuable Incentive

Anything that is free instantly piques attention from trade show attendees. However, you want to be careful about handing out products that are free just for the sake of it. Some people will take them because they are free, even though they have no interest in your product. A better use of your budget is to offer something of value for those who are truly interested, such as a free trial, free demo or a free training course.

Leave an Impression with Your Visuals

While it’s great to be prepared and have awesome incentives to give away, these things are only going to work if you have the traffic coming to you. Don’t forget that the backbone of any great exhibit is the visual look of it. Give attention to your color scheme, backdrop, logos and other types of marketing products. They should be strategic and align with your brand, but they also need to be visually appealing.

For your next trade show event, don’t be afraid to go outside your comfort zone with a custom-made exhibit. You can showcase your best products and offerings while leaving a lasting impression on visitors.

It’s not surprising that attendance numbers for certain events are at all-time lows. Many people report that they don’t attend their high school and college reunions because they have Facebook. Fair enough. Yet when it comes to tradeshows, attendance remains strong.

With plenty of consumer information available on the Internet, it seems logical that people would stop attending tradeshows just as they do reunions. However, tradeshows still bring in hundreds and thousands of people because they have something to offer that can’t be achieved from behind the screen. There are many exciting trade shows coming up in the New Year. As we prepare to create buzz in 2017, here are a few tips for perfectly getting the word out.

Generating the Right Amount of Buzz

Tradeshows are fun, exciting and engaging. They connect people with shared passions and interests and put them at the center of new ideas and advanced products such as wearable technology, appliances and robots. By the time attendants leave an event, they’ve been mesmerized by the show of a lifetime.

Interactivity. One of the perks to attending a tradeshow is that visitors can actually touch the products. Think about how to make your products interactive. When people actually try them out, they are more likely to develop a strong liking for them.

Amenities. People get tired walking around a huge tradeshow. Plus, the visual and auditory stimulation can be draining. Consider offering visitors amenities such as coffee, bottled water or even some lounge chairs. Imagine the networking possibilities that could result!

Huge Displays. Go big or go home. Large displays are needed to capture people’s attention, so never be afraid to feature a massive display. In fact, some of the best exhibits feature multiple rooms and 3D effects that visitors can walk through to get the full effect.

Engagement. When visitors walk around a tradeshow event, they tend to get an overload of information. Try bringing people in with refreshing, down-to-earth fun such as a prize wheel, raffle or video game. This is especially helpful if you don’t have a major product launch or announcement.

Avoid Overdoing Your Event

Now that you know some of the ways to create buzz around your event, let’s talk about why you need a balanced approach. It is possible to overdo the attention, and you don’t want your good intentions to look desperate. You also don’t want to give visitors the impression that you’re only trying to sell them on something.

As we close out 2016, one key note to have in mind is to keep your exhibit focused. Rather than trying to demand the most attention, find your niche and how you plan to draw people in. Be prepared to speak with new customers, and have “cheat sheets” ready with key questions. Every visitor should be treated like a big customer.

The best exhibits are those that capture their audience’s attention through interactive technology, a lively game or a thoughtful amenity. Yet the key to turning visitors into customers is by being prepared with the right information and a focused approach.

Attending trade shows are more than an opportunity to get away from the office for a few days. These events allow you to gain knowledge of new trends, meet other vendors and retailers in your industry and stimulate creativity. Below are the types of trade shows that are worth checking out in 2017.

Technology Trade Show

Just about every business can benefit from technology on some level. Even if you don’t directly work with digital technology, keeping on top of the latest trends can help your business run more efficiently. Luckily, there are plenty of technology trade shows that you can attend throughout the year. To start, check out the wildly popular International Consumer Electronics Show (CES) in Las Vegas, January 5-8.

Mobile Technology Trade Show

Mobile technology is a niche of the greater technology field, and it certainly deserves attention. Again, even if your business doesn’t directly sell products related to mobile, think about how consumers interact with your brand. The world’s largest Mobile Electronics Trade Show is in Hong Kong, April 18-21. It will feature over 8,000 booths from China and Asia.

Professional Development Trade Show

Professional development trade shows allow you to connect with other professionals in your industry in a face to face manner, which is rare these days. You can learn a lot about what’s working for other professionals and also build supportive relationships. Check out the PPAI Expo that is hosting a Professional Development event on January 8-9, with exhibits opening on January 10-12 in Las Vegas.

Invention Trade Show

Invention trade shows are high-energy and just plain fun to attend. It’s amazing to see new inventions, and it can also help you gain new perspective on how to make a product more efficient or useful to customers. Invention trade shows also shed light on some of the up-and-coming trends that others might not be aware of. The Chicago Toy and Game Fair is a great one to attend and is usually held in November of each year.

Social Media Trade Show

Social media is another branch of technology that you want to be familiar with. It’s imperative that your brand has an active presence on the major social networks. This is how you market your product and build relationships. Trade shows such as Retail’s Digital Summit focuses specifically on the retail industry. Shows are throughout the year in a number of states, so you can catch one by you. Or check out Social Media Week in New York on February 27-March 3.

If you didn’t have a full calendar in the New Year already, you certainly do now!

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